'The approach of the chapters that comprise this volume is academically rigorous and at the same time managerially relevant, which is why I believe the book helps to push the made-in research agenda forward at the same time as it provides practitioners with new ideas they can apply to their brands.' – Nicolas Papadopoulos, Carleton University, Canada The country of origin of goods and services can have positive or negative effect on customers' intentions to purchase. This book analyzes the impact of this effect on the international development of Italian companies in emerging markets. The chapters refer to a wide range of issues, including made-in effects in relation to ethnocentrism and to corporate social responsibility in small and medium-sized enterprises; the interactions and synergistic effects between product-related made-in images and the images of places as tourism destinations; distribution channel issues; 'made-in topics' in relation to emerging markets; and a review of the relevant literature on country of origin effects. The contributors propose strategies and tools that companies might leverage to develop their international marketing and suggest policies that might strengthen these efforts. This original work will prove to be a valuable resource for students and researchers of international marketing and strategy as well as policy makers.

This is the first-ever book about product and country images. It discusses the nature and role and influence of product-country images in international marketing strategy and consumer behavior. Thousands of companies use country identifiers as part of their international marketing strategy, and hundreds of researchers have studied the ways in which these identifiers influence behavior. As markets become more international, the more prominently the origin of products will figure in sellers' and buyers' decisions. The time is ripe for practitioners and academicians to delve into the insights offered in this seminal volume so as to better prepare for meeting the competitive challenges of the global marketplace. Product-Country Images is a wide-ranging and state-of-the-art book offering specific information and case studies to further understanding of the various aspects of this complex topic.

Consumers in most parts of the world now have global access to products beyond those offered in their countries and cultures. This new space for comparison defined by globalization can result in very different purchasing behaviors, including those influenced by the 'country of origin'. This book investigates this effect, one of the most controversial fields of consumer literature, from a company perspective. In particular, it demonstrates the strategic relevance of the country of origin in creating and making use of the value in foreign markets. It also addresses the challenges connected with utilizing the value of the country of origin by considering different entry modes and international marketing channels. Further, it considers the role of international importers and international retailers’ assortment strategies in terms of value creation in foreign markets. Combining theory and practice, the book features diverse company perspectives and interviews with importers and retailers.

"Various phenomena in the global economy, such as intensifying firms internationalization and international sourcing resulting in growing number of hybrid products, raise the question whether the country-of-origin (COO) and the country-of-origin effect (COE) still matter in contemporary international business. This book points out various aspects of COO, its dimensions and COE that remain significant challenges for consumers, companies and brands not only from emerging and developing countries but also from developed ones. This edited book offers a multi-faceted approach to COO and COE. It explores COO communication/neutralization, economic and legal issues, as well as semiotic and anthropological aspects of COO communication in advertising. The book also discusses the impact of COO on consumer behaviour, including in the luxury goods market, and the role of consumer ethnocentrism. It takes a novel, interdisciplinary approach to the field, covering various aspects of the COO, its implications for international business, further theoretical developments within this phenomenon, and empirical evidence delivered by scholars representing different fields of science. This book is addressed predominantly to the academic community, academics, scholars and upper-level students, in international marketing, international business and consumer behaviour"--

Various phenomena in the global economy, such as intensifying firm internationalization and international sourcing resulting in a growing number of hybrid products, raise the question of whether the country-of-origin (COO) and the country-of-origin effect (COE) still matter in contemporary international business. This book points out various aspects of COO, its dimensions and COE that remain significant challenges for consumers, companies and brands not only from emerging and developing countries but also from developed ones. This edited book offers a multifaceted approach to COO and COE. It explores COO communication/neutralization, economic and legal issues, as well as semiotic and anthropological aspects of COO communication in advertising. The book also discusses the impact of COO on consumer behaviour, including in the luxury goods market, and the role of consumer ethnocentrism. It takes a novel, interdisciplinary approach to the field, covering various aspects of the COO, its implications for international business, further theoretical developments within this phenomenon and empirical evidence delivered by scholars representing different fields of science. This book is addressed predominantly to the academic community – academics, scholars and upper-level students – in international marketing, international business and consumer behaviour.

This book features in-depth analyses of interactions between brand, country and product images; real-life examples of country branding; and guidelines for managerial action, making it a usful resource for students of International Marketing, International Business and Consumer Behaviour as well as for international marketing managers, industry leaders and government officials. Subjects covered include: Consumers' perception of countries as sources for brands and products; how to utilize country try image by the firm; how to manage national promotion campaigns of country image; country of origin labeling requirements; the use of the made-in label as a trade barrier; and the future role of brand and country images in the age of eCommerce. Eugene D. Jaffe is Professor and Israel D. Nebenzahl is Associate Professor, both at the Graduate School of Business Administration, Bar-Ilan University, Israel.

Multinational corporations (MNCs) are frequently pictured as being at the vanguard of global integration. They face strong incentives to maximize economies of scale in research and development, purchasing, production and marketing, and encounter low barriers in the dissemination of technologies and best practices. This special issue brings together various papers that focus on different aspects of the tension between global and local within MNCs.